Over the years, Nike, Apple, Walt Disney, and many other firms have opened their own retail stores. Although one of these firms’ goals is to present a showcase of their products and thereby enhance their images, they all have sold their products at these stores.

Now comes Samsung with a rather different concept: opening a large retail store but not selling its products there. The store is a very different type of showcase.

As Laura Heller reports for FierceRetail:

“Samsung just opened a large flagship store in New York’s Meatpacking district, but the 40,000-sq.-ft. facility sells no products. Rather, the location is meant to host events and create an immersive experience for customers. The store — called Samsung 837, after its address — sits across from the High Line near other cultural landmarks, including the Whitney Museum of American Art. There’s a three-story digital screen, a 90-seat theater, art gallery, kitchen, cafe, and multimedia studio, according to Fast Company. Instead of selling mobile devices or TVs, Samsung 837 will host events. The first will be an Academy Awards viewing party for Samsung Galaxy owners this Sunday.”